Customer Data Management
Collect, manage, and analyze customer data to form a comprehensive view of each visitor.
Enable real-time data-driven decisions across your brand
9 tips for organizing your data
Effective customer data management is the secret sauce to making informed decisions, understanding market trends, or personalizing the customer experience.
CDP for a B2C strategy
A unified approach to customer data management brings clarity and growth opportunities to consumer-facing brands.
7 business benefits of a customer data platform
7 ways that a customer data platform helps your business create standout customer experiences, build loyalty, and drives personalization at scale.
Connect your data to turbocharge conversions and revenue
Frequently asked questions
What is customer data management?
Customer data management is the company-wide strategy framework, and standard for processing, managing, and utilizing customer data.
Why is customer data management important?
CDM is essential because each customer interaction with a brand provides marketing teams and sales teams with an opportunity to improve customer satisfaction and positively enrich the customer journey. Having a customer data management strategy in place to gather customer information, metrics, and demographics, and a strong framework in place to process and analyze all types of data can help with customer retention as well as attracting new customers.
Is customer data management important for data privacy?
Yes. Organizations that handle any kind of data or use data collection tools in their martech stack have an obligation to protect that user and their customer data from being stolen or lost. Customer data management is a foundational part of data security policies because it protects the organization and its customers with encryption and authentication tools as well as management software.
What is a data management platform?
A data management platform (DMP) is a software system that stores and manages data, typically for digital advertising campaigns. DMPs traditionally use third-party data such as cookies and IP addresses.
What is a customer data platform?
A customer data platform (CDP) is packaged software that creates a persistent, unified customer database that is accessible to other systems. By bringing together multiple data sets and creating a single customer view, the CDP shapes highly personalized digital interactions using first-party data. Typically CDP software contains dashboards and presents datapoints in an intuitive way to allow teams to understand the data they’ve gathered for validation of segmentation, customer support, customer relationship management, and the development of use cases and marketing campaigns.
Customer data management is a strategic approach to data, and it nearly always requires a technological component to break down data silos, manage the data at scale, and make the data actionable. A customer data platform (CDP) creates a unified customer view and makes it accessible to other systems within the martech stack.